<![CDATA[This study aims to analyze the relationship between social media marketing, online customer reviews, and purchasing decisions for the *Mie Pangsit HANYIN* MSME (micro, small, and medium enterprise) on the ShopeeFood application. A quantitative approach with an associative design was employed. Primary data were collected via a Google Forms-based questionnaire using a purposive sampling technique. Out of 92 total responses, 55 met the study's criteria. Data analysis included descriptive statistics, validity and reliability testing, classical assumption testing, multiple linear regression, t-tests, F-tests, the coefficient of determination, and a sensitivity analysis using HC3 robust standard errors. The results indicate that both social media marketing (t = 5.073; p < 0.001) and online customer reviews (t = 6.176; p < 0.001) have a positive and statistically significant relationship with purchasing decisions. When considered simultaneously, both variables also show a significant relationship (F = 238.00; p < 0.001). An R² value of 0.902 suggests that the model explains 90.2% of the variation in purchasing decisions within the sample. However, the residuals do not meet the assumption of normality; therefore, the findings should be interpreted with caution. Furthermore, the associative design and the sampling technique employed limit the generalizability of the findings and do not establish a causal relationship]]>
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